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K.F.C Strategy

The need for strategy, in order to expand its existing product in very promising markets for KFC is very essential. KFC, along with McDonalds, and other major fast food chains have dominated the American continent as well as else where. Since the 1950's when the founder of KFC had a dream, of building an empire in the fast food market, the company has undergone lots of changes. The company has changed ownership, it has taken over from Pepsi and passed over to Tricon, which owns Pizza hut, Taco bell and others. Nowadays, KFC, still dominates the chicken fast food industry while has stores in more than 100 countries operating vast profits. (De Witt 'et al.2004a) Although, due to increased conditions of life, and differentiation of the life style of the population around the world, there is still a lots of room for expansion, especially in countries with large population, and high development rate. One of the most significant locations for expansion is considered the Latin American countries, which the geographical proximity to U.S.A., along with their development rate, and amount of population seem to be very attractive for many companies. ( Washington Times, The (DC), Aug 09, 2005Item: 4KB20050809110639 a) Countries like Mexico, Brazil, and Argentina have a sum of 3 hundred million population, amount equal to the United States. Such resources, regarding population and natural benefits couldn't miss the attention of any company, while the demographics shown very suitable conditions for development. ( Chesterton Blumenauer (Binswager)by Steve Bergsman )

Those countries after difficult times, struggling to establish an economic and governmental stability, seem to find their way and create favourable conditions for progress.   ( Washington Times, The (DC b), Aug 09, 2005Item: 4KB20050809110639) So far KFC, is well established in Mexico, but doesn't do so well in the rest of the countries coming third in total restaurants in Latin America. (De Witt   'et al 2004 b)...